Freight logistics goes beyond moving goods from A to B—especially for higher volume shippers. When your bottom line is built on successful deliveries, middle-mile efficiency and communication are essential to business operations.
This is why many shippers want more than a transactional relationship with their freight provider. In this post, we’ll explore the importance of human-centric logistics and highlight why shippers still crave meaningful interactions with real people in today’s tech-driven industry.
A human touch in a digital world
Our freight landscape is dominated by technology and automation, making it easy to assume shippers would value technological capabilities above all else.
We recently surveyed a panel of shippers to determine what truly makes a difference for them in a relationship. While 40% of respondents rated having the most advanced technology as “extremely important,” our panel consistently cited that experience-based factors drive their loyalty to a freight provider.
According to their insights, shippers are most likely to keep working with freight providers who:
- Make an extra effort to accommodate special requests or requirements
- Employ account managers to understand their business needs
- Offer responsive and readily available customer service
- Demonstrate a commitment to diversity and inclusion
- Provide timely and effective resolutions to operational issues
These findings highlight a powerful truth—shippers want their freight provider to be more than a service vendor. They’re looking to work with someone who listens, understands, and can deliver a tailored experience. In other words, they’re seeking the human side of freight.
The best freight relationships are built on trust
Shippers know that operational challenges can arise at any time. Supply chain disruptions, transportation hiccups, warehouse miscommunications, and more can make it feel like the only logistics constant is change.
Our panel of shippers shared this sentiment, with 14% reporting inadequate support for their special shipping requirements as a major challenge. Another 14% stated that their transportation service provider doesn’t understand their business, creating a success barrier for their working relationship.
At HAQM Freight, we believe the right freight provider can help shippers change this narrative by balancing operational efficiency with human support.
To lead this charge, the freight provider must go beyond meeting basic expectations to build trust with their customers through:
- Reliable customer service that provides responsive, knowledgeable, and accessible support when needed
- Operational flexibility with the capacity to accommodate changing needs with ease
- Scalable commitments to workplace diversity, environmental progress, and freight logistics innovation
Shippers are asking for solutions tailored to their needs—solutions that technology alone can’t always provide. This is where the human side of freight comes into play. The ability of a freight provider’s team to respond promptly and effectively improves the value to a shipper. Value that, in turn, can directly impact the shipper’s bottom line.
Why working with the right provider matters
This isn’t about choosing between people and technology. It’s about finding an efficient balance with the right provider.
Those who have worked with HAQM Freight say we’re customer focused and “will be there to follow through to the end.” Our teams work hard to understand the needs of our customers and meet those needs with reliability, flexibility, and scalability.
Ready to see experience it yourself? Start quoting loads immediately by creating an account.
